Finance & Economics

The world’s top online marketplaces: rankings & map

PaySpace Magazine offers to consider the biggest and most visited marketplaces

online marketplaces

The World’s Top Online Marketplaces. Source:

The appearance of such phenomena as marketplaces has undoubtedly heralded a new phase of the online business, retail, and given great impetus to e-commerce development.

Today PaySpace Magazine offers to consider the biggest and most visited marketplaces.

All the data about site traffic is listed in accordance with the information from Alexa Internet. Users can categorize the sites they are interested in, grouping them into different types, like social networks, search engines, portals, etc. The research included the 50 most visited sites in different categories worldwide. We were especially interested in the e-commerce category.

Thus, using the researched information, we were able to list the most visited marketplaces:


So, what do we see? Amazon is the most visited marketplace globally. However, it is hard to call the American giant an indisputable leader, because Amazon is not the only one company to break the 1M users barrier. Chinese Alibaba also has more than 1M online visitors. For now, Amazon is the leader, but everything can change, and it depends only on the particular development strategy and dynamics of the firm’s development. Nevertheless, it is worth saying that Amazon is the most far-reaching e-commerce entity so far: 58 countries is an absolute record.

What is remarkable about Alibaba is that it takes many forms. They smartly divided one big brand into different smaller marketplaces, like Taobao (for China), or Lazada (for Southeast Asia). Mention should also be made of AliExpress, which is another Alibaba’s subsidiary, and it is widely used not only in Asia but also in Russia and Europe.

Amazon didn’t really succeed in South America (the “real” Amazon region – such a funny coincidence, isn’t it?) since this part of the world has its own e-commerce platform called MercadoLibre (which means “free market” in Spanish). Moreover, MercadoLibre is considered to be the most self-contained marketplace worldwide. Even though Amazon has its eyes on the South American market, MercadoLibre is not going to be ceding ground easily.


Since we’ve talked about the “big three”, now is a good time to mention other competitors. Naspers (South African media group) has a great influence on the CIS market (former USSR countries). Avito and OLX are the most used marketplaces in Eastern Europe. Schibsted (Norway) is dominant in Northeastern Europe, predominantly in Sweden, Norway, Finland, and Belarus. Although eBay lost its prime position in the market slightly, it still operates and has more than 132M online users. Be Forward is a Japanese used car dealership, and it holds a leading position in six African states. Jumia is another popular platform that operates in Africa. However, it is a subsidiary of German internet company Rocket Internet.

India and Africa are considered to be the most promising sites for marketplaces and e-commerce deployment and development. It is expected that e-commerce in India will grow faster than in any other country. Africa, in turn, has a prospective client base of 1B purchasers, which is very interesting for major market players. Experts claim that healthy competition, after all, can be profitable for both businessmen and consumers.

Below we listed interesting facts and statistics of some major marketplaces and corporations.




  • No less than 3M items are sent to Amazon clients daily;
  • There are more than 244M registered and active accounts;
  • Amazon sells more than 5B items every year;
  • The marketplace has no less than 28M visitors daily;
  • Approximately 40% of registered clients buy one or two items monthly;
  • The average cost of one purchase is $100-$500;
  • Amazon delivers goods to customers from 185 countries worldwide;
  • The annual income of this e-commerce giant totals more than $70B, which is more than the GDP of half the countries in the world;
  • Amazon sales total three times as much as Walmart, Target, and BUY.COM added together.


  • 522M shoppers;
  • 634M monthly active users;
  • 60% share of the Chinese e-commerce market;
  • 1M of cloud customers;
  • 86,833 Alibaba Group employees (as of 23 August 2018).


eBay shared its financial results. Source:

  • 175M purchasers;
  • 25M sellers;
  • 250M classifieds users;
  • $9,567 total eBay revenue for 2017;
  • More than 1B products.


  • 154,8M live listings;
  • 4,2M unique sellers;
  • Roughly 17M unique buyers;
  • The percentage of mobile gross merchandise volume totals 55,5%;
  • 85,4M sold items;
  • 235M registered users.


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